Mercedes 'mbraces' Telematics

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Mercedes 'mbraces' Telematics

Mercedes-Benz is launching a voice-controlled telematics system that all but puts a personal assistant in the car to find most any location, answer most any question and cater to most any whim.

The German automaker says "mbrace" provides "an unprecedented level of connectivity" and a suite of 18 services that do everything from locate your car in a crowded parking lot to order flowers for your spouse. A real, live human will provide directions if you're lost and even call a cab if you're tipsy. The system rolls out Monday as standard equipment in most models in the Mercedes showroom.

"This is Mercedes-Benz's foray into the digital, connected universe that will soon enclose the car," Sascha Simon, director of advanced product planning, told Wired.com. "We're now used to a world where connectivity is everything and you expect to be connected to everything all the time."

Mbrace joins systems like Ford's wildly successful Sync and OnStar, which General Motors has offered since 1996 and recently introduced in China. Although the company has offered a system called Mercedes TeleAid since 2000, it says mbrace is a big step forward because it can be constantly updated, it can download information from your computer and drivers can use many of the functions on a smartphone.

"The problem that has beleaguered this technology in the past is the life cycle of the car far outlives the life cycle of consumer electronics," Simon said. "To overcome that, we realized we needed to change the paradigm. We want to put technology in our cars that can be updated all the time. It allows us to add new applications, new uses and new value to our customers' cars on a regular basis."

The system relies on SMS or 3G cellular signals. It uses technology developed by Hughes Telematics, and Hughes president Erik Goldman said its adoption means "we will see more vehicles and drivers connected in a more personalized and safe way than ever before." The system's flexibility "allows for tremendous growth opportunities."

Mbrace offers a slew of services, including:

Automatic collision notification: Press the SOS button and you're connected to a Mercedes operator who will notify 911 and stay on the line until help arrives using the car's GPS coordinates to find you.

Automatic alarm notification: Mercedes will alert you by e-mail, text message or phone call, if your alarm goes off. If your ride's been stolen, the system will help police track it down.

Comprehensive navigation assistance: You can use Google Maps and your computer to send addresses, points of interest or driving directions from your computer directly to the car's navi system. The mbrace database also includes more than 15 million points of interest. If all else fails and you get completely lost, the route assistance feature will connect you with an operator to get you going.

Vehicle finder: Lost your car in the CostCo parking lot? An app on your smartphone will show you where it's parked. You also can lock and unlock your doors remotely from just about anywhere using your phone.

Vehicle information: Got a question or a problem with your car? Press the "i" button on the overhead console and you're connected to a Mercedes-Benz operator. The dealer connect feature will hook you up with your nearest Mercedes dealer.

Real-time weather and traffic reports: Another feature, crisis assist, provides real-time guidance in the event of a disaster. An operator will help with everything from locating the nearest emergency shelter to alerting family members.

Concierge service: Pay extra (more on that in a moment) and you get 24/7 access to a customer-service rep who will help you make dinner reservations, order flowers, buy tickets to the opera, book a flight, whatever.

Simon said Mercedes will offer mobile apps allowing people to access many of those services with phones, so they don't have to be in the car to use them.

The interface is straightforward, with just three buttons – an SOS emergency button, an "i" information button and a button marked with a wrench for service-related questions. They're mounted on an overhead console above the mirror. Everything is done with those buttons and voice commands. For example, Simon said, if you're headed from San Francisco to Los Angeles and want to know what the weather's like, push the "i" button and say "weather." The system will ask for a location. You can name the city or say "my location" and get your answer. If the system can't figure out what you're trying to say, you are "seamlessly" connected to an operator who will take over, Simon said.

Mbrace goes live Monday and will be offered as standard equipment in all models except the GLK, the E-Coupe, the SLK and C-Class cars: It's an option on those models. Customers get the first six months free, then pony up $280 a year to keep it going. If you want the concierge service, it's another $20 a month.

Simon say more services will be added and Mercedes is considering an "app store" where customers can pick and choose services.

"This is the first phase," he said. "Going forward, we will have more applications and in two years' time a new hardware platform. We're charging ahead fairly quickly into the realm of connecting the driver with his digital environment."